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Content

The Content view answers a marketing question: which pieces of content actually move pipeline? Every page view, form submit, email open, asset download, and webinar attendance gets aggregated by URL or asset, with engagement, lead, and deal metrics tied to each one.

What the Content Page Shows​

The page is built around a single content-performance table, with a drill-down drawer that opens when you click a row.

Content Performance Table​

Each row represents a unique piece of content (a URL, an asset name, a campaign creative). The default columns:

ColumnDescription
ContentURL or asset identifier
TypeEvent type — Page View, Form Submit, Email Open, Link Click, Webinar Attend, Video Watch, Asset Download
Total EventsAll events recorded against this content
Unique LeadsDistinct leads who engaged with this content
Total PointsSum of scoring points awarded across all events on this content
Avg Points / EventAverage points per event — a quick read on event quality
Conversion RateShare of leads who later took a high-value action
Bounce RateShare of leads whose only engagement with you was this content
Influenced PipelineTotal pipeline value of deals where contacts engaged with this content

Click any column header to sort.

Filtering Content​

ControlWhat It Does
SearchSearch content paths or names
Content Type filterMulti-select to include only certain event types (e.g., only Page Views)
Date rangeRestrict to events within a time window

The Drill-Down Drawer​

Click any content row to slide in the drilldown drawer. It opens with a header showing the content path, the event type, and the total points. Below that, a four-card Performance Summary:

CardWhat It ShowsClickable?
Total EventsCount of events on this contentYes — expands to show recent events
Unique LeadsCount of distinct engaged leadsYes — expands to show the lead list
Avg Points / EventAverage score awarded per eventNo — informational
Conversion RateShare who took a downstream actionNo — informational

Below that, additional sections for:

  • Bounce Rate — clickable to expand and see the leads who only ever engaged with this single piece.
  • Pipeline Influence — clickable to see the deals that include contacts who engaged with this content.

Each clickable section is lazy-loaded — the data fetches the first time you expand it, so the drawer opens fast.

Lead Drill-Down​

Expanding Unique Leads shows up to 10 lead names with their total points and last-touch date. Click any lead to jump to their detail page. A View all N leads → link at the bottom takes you to the Leads page filtered to leads who engaged with this content.

Bounced Leads Drill-Down​

Expanding Bounce Rate shows leads whose only recorded engagement with you was this content piece — no other events before or after. These are leads worth re-engaging on different channels; they hit something they liked but didn't return.

Pipeline Drill-Down​

Expanding Pipeline Influence shows deals where at least one contact engaged with this content. Each entry shows the deal name, stage, amount, account, and contact count. This is the cleanest way to answer: "Which deals did my whitepaper actually touch?"

Common Workflows​

Find Top-Performing Content​

  1. Sort by Total Points descending.
  2. Look at the top 10 — those are your highest-scoring content pieces.
  3. Cross-reference Conversion Rate to find content that not only earns points but converts.
  4. Pieces that score high on both columns deserve more amplification.

Find Underperforming Content​

  1. Sort by Bounce Rate descending.
  2. High-bounce content with low conversion is a prime candidate for revamping or de-promotion.
  3. Click into the bounced-leads drill-down to see if there's a pattern in who's hitting the page.

Marketing Attribution For a Specific Page​

  1. Search for the URL (e.g., /pricing).
  2. Click the row to open the drilldown.
  3. Expand Pipeline Influence to see which deals had contacts engage with that page.
  4. Use Influenced Pipeline value as your attribution number for the page.

Compare Content Types​

  1. Use the Content Type filter to show only one type at a time.
  2. Sort by Total Events or Total Points.
  3. Repeat with another type to compare which event types your audience prefers.

Best Practices​

Don't Confuse Volume With Value​

A page can drive enormous traffic without converting anyone. Always cross-reference Total Events with Conversion Rate before celebrating a "top content" piece.

Bounce Rate Tells You About Acquisition Channels​

Content with very high bounce rate isn't necessarily bad content — it might indicate a mismatch between the channel that brought the lead in and what the page actually offered. Click into the bounced-lead drill-down to see whether they share a UTM source or referrer.

Use Pipeline Influence For Marketing Attribution​

The cleanest answer to "did this content drive pipeline?" is the Influenced Pipeline column. Sort by it to find the content that touches the most revenue.

Pair With Campaigns​

The Campaigns page tells you which UTM sources and campaigns drive engagement. The Content page tells you which assets within those campaigns actually perform. Pair them: a high-performing campaign that drives traffic to a low-performing asset is an optimization opportunity.